Gartner-2023多渠道营销调查-重塑多渠道营销绩效衡量

GartnerforMarketers

ReframingMultichannelMarketingPerformanceMeasurement

2023MultichannelMarketingSurvey

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©2023Gartner,Inc.and/oritsaffiliates.Allrightsreserved.CM_GBS_2226056

50%

100%

0%

n=397multichannelmarketingleaders

Note:Percentagesmaynottotal100duetorounding.

Source:Gartner

The2023GartnerMultichannelMarketingSurveyrevealsthatperformancemeasurementisadifficultexerciseformostdigitalmarketingleaders.Deeperanalysissuggeststhatalesssiloedapproach,supportedbythreeorfourmetrictypes,canhelpyoubetterassessmultichannelmarketing’simpact.

DataSnapshot

Figure1:OrganizationsStruggletoIdentifyMetricsThatDemonstrateMultichannelMarketing’sEffectiveness

StronglySomewhatNeitherAgreeSomewhatAgreeStronglyAgree

DisagreeDisagreenorDisagree

Westruggletoidentifyacommonsetofmetricstosuccessfullymeasuremultichannelmarketingeffectiveness

Westruggletoidentifyacommonsetofmethodstosuccessfullyattributemultichannelmarketingeffectiveness

3%

8%10%

80%

3%

7%10%

30%

49%

50%

31%

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©2023Gartner,Inc.and/oritsaffiliates.Allrightsreserved.CM_GBS_2226056

DataInsights

ThisresearchispartofaseriesofkeyfindingsfromtheGartner2023Multichannel

MarketingSurvey.

Additionalinsightscanbefoundinthefollowingresearch:

•2023MultichannelMarketingSurvey:HowtheNumberofMarketingChannelsImpactsSuccess

•2023MultichannelMarketingSurvey:HowProactivePlansHelpLeadersDuringChallengingTimes

•2023MultichannelMarketingSurvey:Marketing’sRoleinRoute-to-MarketExecution

Multichannelmarketing’srapidevolutionhasprovedtobebothasourceofexcitementandheadachefordigitalmarketingleadersandmarketers.Excitement—becauseithasprovidednewopportunitiestoreachandengagecustomers,throughevermorechannels,andnewercontentformats.Headache—becausemeasuringtheimpactofthese,whetherintermsoftheuserexperienceandthecommercialreturnsorROI,istoughandgettingtougher.Emergingchannelsandevolvingcustomerbehaviorscombinewitholderandmorepersistentchallengingquestionssuchas:Howdoweselectthemostrelevantmetrictypes?Howmanymetricsshouldweuse?Howdoweconnectthedotsbetweenallourmultichannelmarketingactivitiesandbusinessperformance?

Tomakebettersenseofmultichannelmarketing’seffectivenessandmoreconfidentlycommunicateitsimpactonmarketingchannelsandcontentperformance,factorinthefollowinginsightsfromthe2023GartnerMultichannelMarketingSurvey:

•Themajorityoforganizationsstrugglewithmultichannelperformancemeasurement.

Eightypercentofallsurveyedparticipantssaytheystruggletoidentifyacommonsetofmetricsandmethodstomeasureandattributemultichannelmarketing’seffectiveness(seeFigure1).DifficultymanaginginternalconsensusandaligningKPIswithbusinessoutcomesweretworeasonscitedforthisstruggle.

•Organizationsapplyingaholisticapproachtomultichannelperformancemeasurementstrugglesignificantlyless.Eighty-sixpercentoforganizationsusingamoresiloedapproachtoperformancemeasurement(i.e.,thatmeasureindividualchanneleffectiveness),saytheystruggletoidentifyacommonsetofmetricstosuccessfullymeasuremultichannelmarketingeffectiveness,comparedto67%oforganizationsusingamoreholisticapproach(i.e.,organizationsthatmeasurechanneleffectivenessholisticallyacrossallchannels).Thisfindingisconsistentwiththebroadersurveyanalysisthatrevealshoworganizationsareadoptingeitheramoresiloedoramoreholisticstrategicapproachtomultichannelmarketingasawhole.Thesurveyalsorevealsasharpcontrastinperformancebetweenthetwo.

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©2023Gartner,Inc.and/oritsaffiliates.Allrightsreserved.CM_GBS_2226056

•Organizationsprioritizetransactionalandcompetitivemetrictypes.Thetwomostwidelyusedtypesofmetricsaretransactional(theseincludeindividualKPIssuchassales,revenueandconversionrates)andcompetitiveones(theseincludemarketshare,voiceshareandwalletshare).Theothertypesofmetricsfrequentlyusedare(rankedinorderofmosttoleastused):

–Engagement/returnonengagementmetrics(e.g.,socialinteractions,emailopenratesandclickthroughs)

–Perceptualmetrics(e.g.,customersatisfactionscore,customereffortscore,NetPromoterScore)

–Pipelinemetrics(e.g.,leadquality,timetoclose,costperleadandwinrate)

–Relationshipmetrics(e.g.,customerlifetimevalue;LTV:CACratio)

–Awarenessmetrics(e.g.,aidedawareness,unaidedawarenessandearnedreach)

•Lessismorewhenitcomestometrictypesthatmeasuremultichannelmarketingimpact.Deeperanalysissuggeststhereisa“sweetspot”tothenumberofmetrictypesusedtomeasureandunderstandmultichannelmarketing’simpact.Themajorityoforganizations(61%)usingthreetofourmetrictypesreportedexceedingtheirmarketingperformanceobjectives.Onaverage,thisis24%morethanorganizationsusingfiveormoremetrictypes,and49%morethanthoseusingfewer(twoorless)metrictypes(seeFigure2).Thisfindinghastwoimplications.First,limitingthenumberofmetrictypesused(andthus,thenumberofoverallindividualKPIs)helpsmarketing’sholisticunderstandingandassessmentofwhatmultichannelmarketingcandotomeetcustomerneedsandultimatelysatisfybusinessoutcomes.Second,thatfewerbutrelevantmetrictypesalsohelpsteamsbettercommunicatemarketing’simpact

internally—especiallywithstakeholdersseatedoutsideofmarketing.

Figure2:TheSweetSpot—ThreetoFourMetricTypes

70%

61%

49%41%

35%

0%

0-2TypesUtilized3-4TypesUtilized5orMoreTypesUtilized

n=397multichannelmarketingleaders,basesvarybysegement

Source:Gartner

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©2023Gartner,Inc.and/oritsaffiliates.Allrightsreserved.CM_GBS_2226056

WhatYouNeedtoKnow

Thefindingsandanalysisofthe2023GartnerMultichannelMarketingSurveycombine

intoonefundamentalinsight:Amoreholisticapproach(i.e.,measuringchannel

effectivenessholisticallyacrossallchannels)supportedbyameasurementstrategy

focusedonjustthreetofourmetrictypeswillhelporganizationsmakebettersense

ofmultichannel’simpact.

Asaresult,takethefollowingstepstoapplythisandhelpmakethenecessaryshift:

•SimplifyyourapproachtoidentifyingthemostrelevantmultichannelKPIsthatclearlyconnecttobusinessoutcomes.Applyingareturnonobjectivesapproachtoperformancemeasurementisaquickbuteffectivemethodofidentifyingmetricsthatclearlyconnecttobroaderbusinessgoals(seeTheFinancialServicesCMO’sGuidetoBuildingStrategicPlansThatProveMarketing’sImpact).However,itisalsopossibletoapplyamoreadvancedmethod,butthisdependsontheorganizations’go-to-marketmodel(seeWhatCMOsNeedtoKnowAboutMarketingAttribution,MeasurementandTestingforfurtherguidance).

•Limityourmixofmetrictypes.Useofmetrictypesshouldstrictlybelimitedtoamaximumoffoursothatmarketingteamscantakeactionfromthedata.Althoughtransactionalmetricsarenecessarytodemonstrateperformance,othermetricstypesareneededtoprovideamoreholisticviewofmarketing’simpact(seeTool:PrioritizeMarketingMetricsforYourDashboard).

•Plantobuildconsensusonmetricsincrementally,startingwithotherfunctionsdirectlyinvolvedinmultichannelmarketingandmovingquicklytoincludefinancefortheattributiontorevenue.Consensus-buildingtakestime,collaborationandsocialization.Usea“thinkbig,startsmallandlearnfast”approachbyengagingonlyoneortwoadditionalgroupsateachstep,andadjustingyourapproachtoengagementandcommunicationthroughouttheprocess.Insomecases,itwillbemoreusefultosolicitinput(i.e.,startbyaskingwhatthestakeholderthinksisimportant;don’tstartbyshowingthelistofrecommendedmetrics).Inothercases,itwillbemoresuccessfulbyaskingforfeedbackafterexplainingtherecommendationsandapproach.Expectthisprocessto

occurovermonths,notweeks,inmostorganizations.

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Evidence

2023GartnerMultichannelMarketingSurvey:Thisstudywasconductedtounderstandbestpracticestomaximizemultichannelmarketinginvestmentsinresponsetoevolvingcustomerjourneysinafluidmarketingenvironment.TheresearchwasconductedonlinefromNovemberthroughDecember2022.Intotal,397respondentsweresurveyedintheirnativelanguagesacrossNorthAmerica(n=201),WesternEurope(n=161)andtheNordics(n=35).Qualifyingorganizationsreportedenterprisewideannualrevenueforfiscal2021ofatleast$100million,with83%oftherespondentscomingfromorganizationswith$1billionormoreinannualrevenue.Therespondentscamefromavarietyofindustries:financialservices(n=61),manufacturing(n=58),consumerproducts(n=46),media(n=33),retail(n=45),healthcare(n=44),pharmaceuticals(n=35),ITandbusinessservices(n=30),andtravelandhospitality(n=45).Allrespondentswereseniorleadersthatmanagemultiplemarketingchannels,and/orwereresponsiblefortheexecutionoftheirorganization’smultichannelmarketingstrategy.Eighty-fivepercentofrespondentswerealignedtothemarketingfunction,9%tobrandmanagement,7%tosalesorotherbusinessunits.

Disclaimer:Theresultsofthissurveydonotrepresentglobalfindingsorthemarketasawhole,butreflectthesentimentsoftherespondentsandcompaniessurveyed.

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